Let's Be Blunt

Solution & Cultural Context: This campaign for Lotto plays on the fact that sometimes, it might be better for Britain if certain people’s Lotto-winning dreams stay as precisely that: dreams. Our only hope is for the general public to play Lotto and win so we can avoid the catastrophe of James Blunt realising his aim

Audience: whole of the UK eligible to play the Lotto

Insights: James Blunt is Britain’s most love-to-hate celebrity. His song: ‘Beautiful’ was voted the UK’s number one most annoying song, ever. He is well known for his self-deprecating humour and quick witted, acerbic responses to criticism. He rarely agrees to appear in advertising

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